Budweiser Is Crowdsourcing New Beer Formula With 'Project 12' Campaign
Budweiser is set to release a new batch of brew, and the Brewmasters at its 12 breweries across America are helping create the brew. Budweiser created a "Project 12" competition among its brewmasters, and it asked them to write down. Six of the recipes were chosen to be brewed in small batches. Now, U.S beer-drinkers have helped Budweiser decided which of the three will be available in limited edition sampler packs this fall.
Budweiser Black Crown originated through this competition. It was modeled after a formula of limited edition beer made at AB InBev's Los Angeles brewery. "The timing of Black Crown's debut suggests it could be in line for similar backing, although it appears that AB InBev has not yet finalized its lineup of Super Bowl ads," reports Ad Age.
Here are the three beers in the Budweiser Project 12 pack:
1) Budweiser Batch No. 91406 (Los Angeles):
A deep-amber lager with 6 percent alcohol by volume (ABV).
The beer was originated by brewmaster Bryan Sullivan in Los Angeles in collaboration with brewmasters Scott Ungermann in Fairfield, Calif. and Dave Cohen in Houston.
"Our collaboration team used caramel malt on Batch No. 91406, which gives the beer a deep amber color and a little more body," said Sullivan, whose signature will be on the bottle. "It has a little bit more hop character than our flagship Budweiser lager, but like Budweiser it's a very clean and refreshing beer."
2) Budweiser Batch No. 63118 (St. Louis):
A deep-golden pilsner with 6 percent ABV.
The beer was first brewed in St. Louis by brewmaster Jim Bicklein and was developed in collaboration with brewmaster Katie Rippel from Fort Collins, Colo.
"The original Budweiser brewery is, of course, here in St. Louis, so we wanted to honor our brewing heritage with a beer that uses ingredients that German immigrants, like our founder Adolphus Busch, would have used when they came to the United States," Bicklein said. "In this pilsner we use the same types of Hallertau and Tettnang hops commonly used in St. Louis during the late 1800s."
3) Budweiser Batch No. 23185 (Williamsburg, Va.):
A bourbon cask lager with 5.5 percent ABV.
The beer is brewed by Daniel Westmoreland from the Williamsburg, Va. brewery and was developed in collaboration with brewmasters Mike Anderson in Jacksonville, Fla. and Dan Kahn in Cartersville, Ga.
"We took staves from fresh bourbon barrels and we aged the beer on those staves and spiced it with a hint of vanilla," said Westmoreland, who has been a Budweiser brewmaster for more than 30 years. "It's an all-malt brew, and it has a perfect color that is similar to the color of bourbon itself. Batch No. 23185 has a nice vanilla aroma with a little oakiness on the end - it's a great beer."
There's a new Budweiser brew coming, and it's going to be one of these three. And if it's anything like previous iterations, it might have its own Super Bowl advertisement. Here's a video explaining the contest:
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